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Animals Australia trades horror for humour in new anti-cage eggs campaign

Social shaming and humour the key to new anti-cage egg campaign

Social shaming and humour the key to new anti-cage egg campaign

Animals Australia is adopting a major shift in the way it is fighting for animal rights, moving from shocking images of suffering animals to humour in a bid to change people’s habits of buying cage eggs.

The group has been successful in changing Australia’s supermarket buying habits in relation to pork and beef farming methods, but has struggled to move the dial in terms of persuading people to say ‘no’ to cage eggs.

While surveys suggest almost 85% of consumers say they are against cage eggs sales, 50% of them still reach for cage eggs when they enter the supermarket, largely driven by price and convenience.

A cage egg is a bad egg – ‘avos’ TVC from Animals Australia on Vimeo.

Sydney agency Loud has taken on the issue with a fresh campaign for eggs that breaks from the tradition of attempting to shock people into change, instead harnessing humour to get attention and hopefully convince shoppers to stop buying cage eggs.

The campaign relies on the willingness of people to pass judgement on others – particularly those who are behaving badly – handling and bruising fruit, knocking down displays and commandeering the 10 items or less check-out with a full trolley.

Lorraine Jokovic, CEO of Loud, said the issue of cage eggs and and the welfare of chickens has proven one of the most intractable problems to correct with consumers.

“The majority of people understand that there’s a welfare issue attached, so that means for that 50% the welfare argument’s not good enough. As soon as they enter the supermarket the ethical consciousness goes out of the window and price consciousness seeps in.”

Addressing the issue with humour is a first for Animals Australia, which has long relied on graphic images to get its messages across.

The campaign centres on the character of a Bad Egg, behaving appallingly in a supermarket, with the line supporting the campaign ‘Cage Eggs Are Bad Eggs’ and noting that consumers can drive change with their choices. “If you don’t buy them, they won’t stock them,” the ads say.

Gerry Cyron, head of planning and innovation at Loud, said the agency was also trying to make it socially unacceptable to buy cage eggs by portraying buyers as bad people.

“If you make it socially unacceptable, setting a new social standard that it’s unacceptable to buy cage eggs, which we are trying to do by pointing out the bad eggs in the supermarket; then it’s a new narrative.”

The campaign kicks off on TV and will also develop a social narrative with the Bad Egg asserting its behaviour across social sites.

Media will also include outdoor posters near the entrance to supermarkets – a strategy Cyron said was vital to reinforce the message at the point where consumers often abandoned their values and bought cage eggs.

Animals Australia has taken on a number of farming and animal issues in the past including puppy factories and factory farming.

Credits:

LOUD team:
Gerry Cyron – Head of planning and Innovation
Leoni Simon – Planner
Steven Thomson – Executive creative director
Paul Bennell – Creative director
Kiah Barker – Art director
Oliver Drummond – Senior account manager
Steve Dube – Agency producer

Agency Partners:
Director – Ben Nott
Production House – Heckler
Chaos media

Simon Canning

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